Storefront
How Fynd Storefront helped Reliance Jewels build trust into online jewellery shopping
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Trust, Digitized: Reliance Jewels Goes Online
Jewellery is one of the hardest categories to sell online - high value, deeply personal, and built on trust. Here's how Fynd built a platform for Reliance Jewels to do it anyway.
India's jewellery market is enormous - roughly $50 billion a year, with Indians buying around 800 metric tonnes of gold annually, close to a third of everything mined worldwide. And almost none of it moved online. Online penetration sat at just 1.2%, against 9-10% in the US and China, markets a fraction of India's size. In a physical store, more than half of browsers turn into buyers. Online, that number was closer to 1%.
Jewellery isn't like most things people buy on a phone. It's expensive, deeply personal, and something most people still want to see and touch before they pay for it. Reliance's brief to Fynd wasn't just to put a catalogue online - it was to build something premium and personal enough that people would trust it with a purchase like this, while giving the business the flexibility jewellery actually needs: detailed variants by size, weight, purity and metal, pricing that moves with gold rates, and a shopping experience closer to a boutique than a marketplace.
What got built was a dedicated Reliance Jewels platform - website and mobile app - built specifically for premium, personalised jewellery shopping, rather than treating jewellery as another SKU inside a general marketplace. It leans on Reliance's existing trust as India's largest digital brand across retail, telecom and fibre, and builds the rest of the experience around that trust.
A few things anchored what got built:
Craft a unique experience for each shopper through personalised marketing and recommendations, with Algolia powering search and Dynamic Yield lined up to take personalisation further.
Variants across size, weight, purity and metal, full pricing breakdowns on every product page, and buying guides for people who've never bought jewellery online before.
Quick, free delivery with extra care for high-value items, and return policies built to match the trust bar jewellery buyers expect.
The shopper's path through the platform was mapped out end to end:
1. Sign in once, across web and app, with Single Sign-On.
2. Search and browse the collections.
3. See live promotions and offers.
4. Compare products side by side.
5. Select variants - size, weight, purity, metal.
6. Review the full pricing breakdown.
7. Pay.
8. Get an invoice and receipt.
9. Track order updates.
10. Request a return or refund if needed.
Reliance Jewels runs on its own dedicated slice of the Jio Commerce Platform rather than sharing infrastructure with other categories.
Algolia powers product search and listings; Dynamic Yield is lined up to push personalisation further.
A dedicated jewellery pricing engine handles rates that move with the price of gold, and a Promotions v2 engine runs offers and discounts.
JioOne Pay handles payment, HOV powers delivery, and RRA manages inventory.
Kapture runs both customer support and CRM, with a Haptik chatbot layered on top and Segment stitching customer data together underneath.
Fynd owns the storefront (theme, mobile app, and the underlying Jio Commerce Platform build), the catalogue, and the retail OMS - order routing, promise and tracking. Jio One owns payments; analytics is a joint effort between Fynd and Reliance's own analytics team.
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